2016-2017 VA Wine Grant Application

Virginia Wine Board Marketing OfficeVirginia Wine Marketing Fund Fiscal Year 2016/2017

Virginia Wine Marketing FundThe Virginia Wine Marketing Fund is sponsored by the Virginia Wine Board. This program supports Virginia wineries in promoting their products to consumers as well as to trade. The financial support offered in this program can:

Provide “seed funds” for new initiatives to promote Virginia wines Foster partnerships among Virginia wineries and other community partners to

achieve mutual marketing goals Promote Virginia wine in Virginia, regional, national and/or international markets

Funding: The Virginia Wine Board will vote on appropriating funds towards this initiative by March 14, 2016. There are no set award amounts/tiers (i.e. $5,000). Last year, the VWB appropriated $30,000 toward the matching grants program.

Virginia Wine Marketing Fund DescriptionThe Virginia Wine Marketing Fund is a matching grant program that funds activities related to promoting products of Virginia wineries:

A minimum of three financial partners must apply for funding. No “in-kind” donations allowed.

In addition to wineries, financial partners can include associations, convention and visitors bureaus, private organizations and trade groups.

Each partner must submit a letter of commitment on letterhead with the application. Grants are awarded as a one-to-one match. Grants are awarded at the beginning of each fiscal year for execution during that

fiscal year. For FY 2016/2017, the award period will be July 1, 2016 through June 30, 2017.

Grants are paid out in two installments, 50 percent each time.o First installment invoices are due by October 28, 2016o Second installment invoices (along with Recap Report) are due by April 27,

2017. Grants require final reporting with results (Recap Report), as well as financial

accounting for FY 2016/2017 prior to second reimbursement installment. Approved grants will provide their methodology and results to the Virginia Wine

Board for the benefit of the entire industry. Approved grants will include focused proposals that can realistically be accomplished

with the money requested, within the timeline of the grant. Examples of What Will Not Be Funded:

Routine or existing marketing initiatives (printing annual winery brochures). Travel expenses.

of 12

Marketing initiatives in which there is the sole beneficiary of the matching grant.

Minimum Criteria for Grant Consideration:

1) Is this money requested for new initiatives? Applications for existing or routine marketing initiatives will not be approved.

2) Do the listed initiatives in the grant application move the overall Virginia wine industry forward?

3) Applicants must provide a detailed cash flow projection, notating when and how the funds will be spent.

4) Are the funding and marketing goals realistic and achievable? If the established goals seem unattainable based on the funding, the project will not be approved.

Application ProcessGrant applications are:

Submitted by April 29, 2016. Submitted using the format provided. Scored by a review committee consisting of members from the Virginia Wine Board,

Virginia Vineyards Association, Virginia Wineries Association and Virginia Department of Agriculture with recommendations to the full Virginia Wine Board pending approval of the marketing funds by the Virginia Wine Board.

Awarded based on the annual funding of the Virginia Wine Board Marketing Office by the Legislature.

Grant recipients will be notified by July 1, 2016.

Payment ProcessPayments are reimbursed only with the first payment awarded October 28, 2016. The second half payment only will be distributed only after the final recap report and invoices/receipts are submitted to the Virginia Wine Board no later than April 27, 2017. Failure to submit invoices/receipts and/or the Recap Report by the deadlines will result in the awardee relinquishing the approved funds.

Virginia Wine Marketing Fund – Application Guidelines

Use the following guidelines for submitting your grant application.

Format:Grant Request Must be submitted with the following content in this order (ALL PAGES MUST BE NUMBERED, INCLUDING THE APPLICATION, COMMITMENT LETTERS AND FINANCIAL OVERVIEW)

Coversheet (attached below).

of 12

Financial partner contact sheets (attached below). Three financial partners’ letters of commitment on letterhead. Formal application, including: Marketing Goals, Methodology, and Measurement using

format provided below. Research and Performance Measurement spreadsheet (attached below – listed

performance measurements are only suggestions / examples only; you can change the performance measurements). You will need to submit your current baseline and goals / percentage increases with your initial application. If you are awarded a grant, then you will need to submit your actual increase with your final report to the Virginia Wine Board (in order to receive your final reimbursement installment).

Detailed financial overview / cash flow projection of how and when the money will be spent, using format provided below.

Marketing GoalsDescription

What broad results do you want to achieve? Describe how your initiative will promote Virginia wine.

What specific targets have you set – include specifics such as winery visits and other metrics.

Describe the winery partners and their financial commitments. Describe the other partners and their financial commitments.

Two Pages Max 25 pts.

MethodologyTarget Market

Who is your target market and audience? Why did you choose this market? What supports your interest in this market?

Marketing Message What is your marketing message to the market? What supports your designed message?

Marketing Plan What is your marketing plan to reach the target market? Define your plan in detail with timelines and specifics including

media placement. List month by month planned expenditures including amounts and uses of funds, such as "Aug 15—30 Five radio spots on WVTF for $XX".

How does your marketing plan and message advance the Virginia wine industry?

Three Pages Max 50 pts.

MeasurementBaseline

Describe your baseline measurement? This can include winery visits, sales of specific products, and sales in specific markets or outlets.

Two Pages Max 25 pts.

of 12

Targeted Results What are your growth targets in each area to be measured? How will your measure progress toward your targets?

Reporting How will your report periodic results? How will you summarize your

results at the end of the grant period?


Research and Performance Measure (RPM)

Please include below as much baseline data and other information as possible. This form will need to be included with your initial grant application submission detailing the projected outcomes of your program. Only list current baselines, and goals or % increases in the initial application.

It will also need to be submitted in the final recap report, including actual increases in performance measurements in order to receive final payment. Your RPM Plan is based upon the duration of your program. You may reproduce this form, but you must follow the format shown.

Program Name ___________________________________________________

Lead Applicant ___________________________________________________

Performance Measures Current Baseline

Goal or % Increase

Actual Increase (include

only in final recap report)

(examples)

Sales

Total Number of Visitors

Total Visitor Spending

Jobs Created or Sustained by your Project

Total Number of Leads

of 12

Total Number of Unique Visitors to Website

Other____________________

Other____________________

Summary of Marketing Plan and Budget TimelinePROGRAM NAME:__________________________________

Virginia Wine Marketing Fund Plan, Budget, and Timeline

Marketing Calendar and Budget

Media Outlet Ad Type, Size and Frequency Placement Date Total Cost

VA Wine Board Funds

Amount

Partners Fund Amount

(example)

WFDD Radio

6 weeks of announcements during drive time - 26 total announcements. June 7-11 and September 6-11 announcements to promote food and wine pairing events. September 27 – October 1 announcements to promote October leaf season.

6/7/2016 -6/11/2016, 9/06/2016-9/11/2016, 9/27/2016-10/1/2016

$1,000 $500 $500

Other Program Related Budget Items

Specific Item (brochure, design services, display production, tradeshow registration, etc.)

Anticipated Completion

DateTotal Cost

VA Wine Board Fund

Amounts


(example)Web Site Design (service) 3/31/2016 $600 $300 $300

of 12


Virginia Wine Board FY 2016/2017 Wine Marketing Fund

PROGRAM NAME: ___________________________________________________________________

LEAD PARTNER: ____________________________________________________________________

Please provide a brief (one to two sentences) summary of your program: ________________

____________________________________________________________________________________

____________________________________________________________________________________

____________________________________________________________________________________

____________________________________________________________________________________

BUDGET OF PROPOSED PROGRAM

Leveraging Funds Requested $_____________

Partner’s Matching Funds (1:1 Match) $_____________

Total Budget for Program $_____________

ANTICIPATED DATE OF PROGRAM COMPLETION: _______________________________

Have you applied for other grants (private, state or federal) for the enclosed initiative?

Yes No

of 12

If so, when and what was the amount?___________________________________________

__________________________________________________________________________


LEAD PARTNER CONTACT INFORMATION (Please provide exact contact information for where correspondence regarding application is to be sent, including reimbursement payments.

Name of Program

Name of Lead Partner

Lead Partner Contact (Communications regarding your program will be addressed to this person).

Mailing address of Lead Partner

Physical address of Lead Partner

City State Zip

Telephone Fax

E-mail address (BE SURE THE E-MAIL ADDRESS IS FOR THE PERSON RESPONSIBLE FOR ADMINISTERING YOUR PROGRAM. Communications regarding your program will be addressed to this person).

Website address

$ Lead Partners Financial Commitment

Name and title of authorized person (please print)

of 12

Signature of authorized person Date

Please include contact information for each additional partner on the following pages


PARTNER NUMBER TWO CONTACT INFORMATION

Name of Program

Name of Partner

Mailing address of Partner

Physical address of Partner

City State Zip

Telephone Fax

E-mail address

Website address

$ Partners Financial Commitment



of 12

Please attach additional forms for each partner in program

of 12


PARTNER NUMBER THREE CONTACT INFORMATION

Name of Program

Name of Partner

Mailing address of Partner

Physical address of Partner

City State Zip

Telephone Fax

E-mail address

Website address

$ Partners Financial Commitment



Please attach additional forms for each partner in program

of 12


Final Recap Report

Payment ProcessPayments are reimbursement payments only with the first payment awarded October 28, 2016. The second half payment only will be distributed after the final recap report and invoices/receipts are submitted to the Virginia Wine Board no later than April 27, 2017. Failure to submit invoices/receipts and/or the Recap Report by the deadlines will result in the awardee relinquishing the approved funds.The final recap report should include the following elements: Research and Performance Measures, Summary of Marketing Plan and Budget Timeline.

Research and Performance Measure (RPM)Please include below your initial baseline data that was included with your initial grant application. In this report, you will also need to include actual increases in performance measurements in order to receive final payment. Your RPM Plan is based upon the duration of your program. You may reproduce this form, but you must follow the format shown.

Program Name ___________________________________________________

Lead Applicant ___________________________________________________

Performance Measures Current Baseline

Goal or % Increase

Actual Increase (include

only in final recap report)

(examples)

Sales

Total Number of Visitors

Total Visitor Spending

Jobs Created or Sustained by your Project

Total Number of Leads

Total Number of Unique Visitors to Website

Other____________________

Other____________________

of 12

Summary of Marketing Plan and Budget TimelinePROGRAM NAME:__________________________________

Virginia Wine Marketing Fund Plan, Budget, and Timeline

Marketing Calendar and Budget

Media Outlet Ad Type, Size and Frequency Placement Date Total Cost

VA Wine Board Funds

Amount


(example)

WFDD Radio

6 weeks of announcements during drive time - 26 total announcements. June 7-11 and September 6-11 announcements to promote food and wine pairing events. September 27 – October 1 announcements to promote October leaf season.

6/7/2016 -6/11/2016, 9/06/2016-9/11/2016, 9/27/2016-10/1/2016

$1,000 $500 $500

Other Program Related Budget Items

Specific Item (brochure, design services, display production, tradeshow registration, etc.)

Anticipated Completion

DateTotal Cost

VA Wine Board Fund

Amounts


(example)Web Site Design (service) 3/31/2016 $600 $300 $300

of 12

2016-2017 VA Wine Grant Application

Documents

Transcript of 2016-2017 VA Wine Grant Application